Re-launching Lausanne to the international association and corporate market

Lausanne Tourism & Convention Bureau was seeking a specialist PR agency to re-launch the destination and put Lausanne front of mind for international association buyers and corporate clients. Mexia was appointed following a competitive tender to focus on a pro-active trade media PR programme alongside the Mexia’s MWM partner Watterston Associates, who were tasked with association research and lead generation.

Supporting Lausanne Tourism’s four key message pillars of sport, culture, research and education and sustainable development, Mexia devised a strategy to build a steady stream of content, combining news, comments and feature opportunities for maximum effect. The PR programme kicked off with a destination media fam trip alongside Associations Congress being held at the Swiss Tech Convention Centre in Lausanne. In addition to supporting the pre-planned fam trip, Mexia worked with the team at Lausanne Tourism & Convention Bureau to identify a key news hook for a press conference to be held at the congress, unearthing recent research into the economic impact of associations in Lausanne and coordinating with the bureau’s partners to create a key news hook for a press conference, incorporating a pre-eminent speaker on association research

Following this initial launch, Mexia developed a steady news pipeline using our unique SPACEMAP prompting tool, creating a raft of news releases in line with the destination’s key message pillars.

The Result

Within just four months, the PR programme has generated 33 media clippings across Europe, with an estimated reach of 680,000 readers.